PROJECT PROFILES
PROJECT PROFILE PROMOTION
Edinburgh Leisure has been working with TRP to drive member attendance and loyalty
ATTENDANCE = RETENTION SUPPLIER: THE RETENTION PEOPLE CLIENT: EDINBURGH LEISURE
D
avid Mclean, fitness manager at Edinburgh Leisure, is very aware of the perception among some segments of the general population, as well as the media, that some gym operators are happiest when
members don’t turn up. However, he says: “We believe in doing all we can to help members attend regularly. We want our members to use our facilities as much as possible.” Recognising the many factors that contribute to achieving
this aim, Edinburgh Leisure deploys a broad range of strategies – each with its own metrics to monitor performance. The organisation has been working with The Retention People (TRP) since 2009 to help manage this process and ensure that staff in its centres are doing all they can to help members make regular visits, including implementing TRP’s Interact software. This highlights visiting customers who are most at risk of dropping out and encourages staff to approach them and provide the assistance required to help the member re-invigorate their activity routine. Over the last 12 months, Edinburgh Leisure has made two
further important changes as part of its ongoing strategy. First, it has placed a key focus on both the quantity and quality of interactions being undertaken by staff. This has been driven by analysis carried out by TRP which highlighted, among other things, that members who attend less than once a week only
remain a member for seven months, but those who attend once a week or more stay for 12 months. This potential to grow average membership lifetime by an additional fi ve months focused the minds of the management team to ensure that every opportunity to make a difference with a member is maximised. Mclean recalls that, in the early days, some staff treated
interacting with members as a ‘tick in a box’ exercise, simply going through the motions and not truly focusing on helping members attend more. However, he explains: “In the last 12 months, we’ve ramped up our efforts and we have far greater clarity in terms of what we expect of staff, as well as an improved ability to manage them. We keep everyone in the business focused on helping members attend at least once every week”. Secondly, member experience at Edinburgh Leisure has
been further enhanced by an investment in TRP’s Customer Experience Management (EngageCEM) module NPS Survey+, a loyalty metric and a discipline for using customer feedback to fuel growth in a business. Through the Net Promoter System (NPS), managers now
have up-to-the-minute feedback on what members feel about Edinburgh Leisure and a clear process for turning those who are not happy with the organisation into fans. Mclean concludes: “TRP provides a range of key
performance indicators and we can take very clear actions against each one. TRP offers phenomenal support and coaching which continuously strengthens our strategy. If you’re serious about making a difference, you need to start engaging with more people to help them be more active. Everything TRP does helps operators to do this.” For more information:
www.theretentionpeople.com
86 Read Health Club Management online at
healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013
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